Paid Ads & Search Specialist (Africa)
About the Role
As a Local Market Digital Specialist (Africa), you’ll drive the way we connect with local users to grow Binance’s active user base. Leveraging your growth digital marketing skill (Paid Ads, SEO, ASO, affiliates traffic, referrals, email marketing,...) you’ll identify opportunities for the local market in order to reach and activate new users.
As the right person for the job, you’ll care deeply about how to leverage all digital media channels to reach new audiences and build an enduring brand, be creative about the deployment of marketing messages, and be rigorous about learning from the data you collect and the experiential campaigns you run. Most importantly, you’ll drive results and significantly grow our customer base.
Responsibilities:
Adapt global paid strategy to local reality - transcreate, never translate; own the market narrative for local campaigns, performance creative and the design briefs that deliver it.
Provide local channel expertise and activation alongside global platforms.
Monitor daily, weekly, and monthly performance and act on anomalies using AppsFlyer, Sensor Tower, and Similarweb; escalate what needs escalating.
Drive local SEO with editorial and content teams, including on local search engines where relevant
Support SEO activities such as link buildings & content review, and grow visibility in AI-generated answers (AEO/GEO) for local-language queries.
Feed local intelligence - competitor moves, cultural shifts, regulatory changes, local user behaviour - back to the global team so it shapes strategy, not just execution.
Requirements:
Ideally >3 years of performance marketing experience (paid ads and SEO), in a crypto or FinTech industry
Native-level local market fluency: Not just language - consumer psychology, the local competitive and trust landscape, crypto's local reputation and local user behaviour
Performance data literacy: Solid understanding of data analytics and online customer acquisition, able to interpret and tell the “why” behind the numbers, not just “it is low/ high”
Working knowledge of SEO: on-page, linkbuildings, and such. (Bonus: AIO & GEO working experience)
Local platforms/ channels/ campaigns: Managed at least one local channel for paid ads and designed one local campaign
Fluent English speaker, with understanding of local language